Find the Lucky Pig

What we did

Paulaner is one of the oldest German breweries established in 1634 in Munich. Paulaner has been distributing beer in China for over 20 years. For the 2019 Chinese New Year, Paulaner wanted to celebrate the “Year of the Pig” in a fun and culturally relevant manner.

PBB worked with Paulaner to develop a campaign around the idea of “Finding Your Lucky Pig”. We created an engaging key visual and packaging as well as a WeChat activations that supported the Paulaner premium positioning. Our illustrations were inspired by traditional practices and special moments happening around Chinese New Year and were aimed to create a strong emotional and cultural connection with Paulaner’s target audience.